I Love You Too, Kendrick

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Did you ever think you’d be yelling, “I love myself” along with a hip hop star? The first time I heard Kendrick Lamar’s single “i” from his upcoming, untitled album, I recognized his gravelly voice but there was no way Kendrick would sing something like this, or was there?

We may not realize it, but Lamar is a voice willing to sing about serious issues with our generation, roping us in with a catchy hook over a smooth beat but offering up so much more.

Swimming Pools (Drank)” blew up because listeners love singing about getting turnt, but really the song discusses alcoholism and peer pressure. It’s no wonder that his newest anthem brings us another positive message.

The video for “i” shows scenes of desperation everywhere; Kendrick and crew dance by a man getting arrested, a man abusing his wife and a kid with a gun to his head, all trying to keep up their mechanical dance moves while watching these scenes go by.

Then it all comes together. The last minute and 30 seconds, Kendrick starts screaming the lyrics out the window of a car, really letting loose.

Finally, we see him let go. No more awkward swaying to the music, no more inhibitions, just Kendrick Lamar really and truly loving himself.

His 2012 album good kid, m.A.A.d. city is one of my favorite albums released in the last few years, and if “i” is any indicator of what’s to come, I can’t wait for his new tunes.

Hot, yes. Songs to bump to, yes. Brilliant, deep lyrics, yes. Kendrick Lamar, baby, you’re not the only one who loves you!

From New York to Boston and on to LA, Devon Ott has crash-landed her way through these cities by reporting on the latest music and tech scenes. If there’s a new sound, a new gadget or just a killer cup of coffee, you know Devon’s on it. She dabbles in journalism, marketing, social media and content creation for companies like Susan G. Komen, Viacom, NBCUniversal and of course, Hype Effect, all while serenading her steering wheel.

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